How is the role of the CMO in Asia evolving?

What is the best way to drive brand growth in such a diverse region?

What skills and capabilities will be necessary for CMOs to succeed in the future?

Today, Asia is the world’s largest market and is home to one in every two people on earth. Three decades ago, the attention of business executives was largely focused on Europe and North America as the impression was that Asia had little to contribute to economic growth. Today, Asia accounts for 40% of the global economy.

R3 surveyed 30 CMOs across Asia to gain a better understanding of the challenges facing marketers in Asia in the wake of digital transformation and an ever-changing advertising ecosystem. Their answers, combined with deep-dive interviews from 13 of the CMOs, provide invaluable insights into the state of marketing in the region, and what will be the biggest challenges for the future.

This is the story of marketing in Asia, right from the CMOs themselves.

  • Chapter 1: Driving Brand Growth in Asia
    This chapter covers 5 growth catalyst that are enabling brand growth in Asia: People, Digital Technology, Market Competition, Business & Operations, and Innovation.
  • Chapter 2: Connecting with Asia’s Super-Consumers
    No brand can be successful without a comprehensive understanding of local cultures, consumer preferences and habits.
  • Chapter 3: Mastering Digital and Technology
    Today, marketing is as much a science as it is an art. With new platforms and technologies emerging almost every month, CMOs are uncertain about how to adapt to the constant change.
  • Chapter 4: Staying Ahead of the Competition
    The Competition landscape in Asia is already tough and is only likely to become even more challenging as both unknown competitors and disruptors are vying for consumers attention.
  • Chapter 5: Creating Effective Teams and Partnerships
    Today, the traditional agency of record (AOR) model is becoming less significant. Many brands have dissolved their traditional agency roster and many others are going outside of their AOR list to success the skills they need.
  • Chapter 6: Nurturing a Culture of Innovation
    In this chapter, we will explore in more depth how DBS innovates its way to being the world’s best digital bank, beating global giants like Citi and ING.
  • Chapter 7: Building Better Brand Leaders
    The rise of the middle class has been key to brand growth in Asia, the use of data and technology will separate winners and losers in the future. How CMOs respond to these changes will define their success as marketers and determine the success of their brands.